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Shit just got real: a practical tour into the age of authenticity

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Stefan Fountain, CEO of pr.co, took to the stage at the OnBrand 18 Conference to explain how marketeers will be the agents of change in the age of authenticity. Read the main takeaways from Stefan's talk here: https://academy.pr.co/t/how-to-tell-your-story/pitching/169206-main-takeaways-from-onbrand-18-conference

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Shit just got real: a practical tour into the age of authenticity

  1. 1. SHIT JUST GOT REAL A practical guide on
 the age of authenticity Stefan Fountain
 CEO pr.co
  2. 2. BIG SHIFTS
  3. 3. The price of doing the same old thing is far higher that the price of change. — Bill Clinton
  4. 4. As marketers you are the bringers of change. The agents that will shape authentic culture.
 You are closest to the customer and have both the skills, and influence to make it happen.
  5. 5. …btw, I’m Stefan…
  6. 6. SO WTF IS GOING ON?
  7. 7. If something can happen, then it will happen. — Cooper Moviestill from Interstellar (2014)
  8. 8. Knowledge Gap Power
 Gap Distance Gap Purpose Gap Capability Complexity Time 1400 1800 1900 2000
  9. 9. human scale flat information networked information non-digital
  10. 10. OFFLINE → FLAT INFORMATION → NETWORKED → HUMAN
  11. 11. Databases Mail delivery Hardware Servers Big data AI AWS CRM NLP CMS Rails Programming languages Email
  12. 12. NOVELTY → MASS MARKET → ARTISANAL
  13. 13. CRAFT → MASS PRODUCTION → MICRO BREWERIES
  14. 14. Etsy More crafters on Etsy in NYC than there are taxi-drivers
  15. 15. “DRIVE” (Dan Pink)
  16. 16. BRANDS WILL DIE
 UNLESS THEY
 CONTRIBUTE TO
 CULTURE
  17. 17. CUSTOMERS SUPPLY CHAIN EMPLOYEES Contribute to purpose
  18. 18. LET’S TAKE ANOTHER LOOK AT AN ICONIC BRAND
  19. 19. SAYING → SAYING WITH FEELING → DOING WITH FEELING SELLING CULTURE MARKETING CULTURE CONTRIBUTION CULTURE
  20. 20. I don’t believe in story telling, I believe in story doing. — Eva Zahrawi Ruiz
  21. 21. Taking a stand
  22. 22. *2017 Edelman Trust Barometer
  23. 23. Vulnerability Stint “WE HEBBEN GEEN LUXE KANTOREN, INTERESSEERT ONS GEEN MOER. ALLES DRAAIT OM VERVOER VAN KINDEREN. DAAR HEBBEN WE PASSIE VOOR.” — Edwin Renzen
  24. 24. Vulnerability Stint
  25. 25. TRUST Authenticity EmpathyLogical Rigor *Source: Frances Frei - TED 2018 HOW TO BUILD (AND REBUILD) TRUST
  26. 26. 30% GIVE AWAY → ARTIST PLATFORM → PAPER MAGAZINE
  27. 27. Ego Complexity Rigidity ORGANISATION FOCUSSED Humility Simplicity Agile CUSTOMER FOCUSSED
  28. 28. Brands are not the hero Brands are the ‘mentor’
  29. 29. Ego Complexity Rigidity “TRUST US” Humility Simplicity Agile EVIDENCE BASED
  30. 30. SUGAR PLEDGE → RANKING SYSTEM → PRODUCT LABELS
  31. 31. SLAP A CELEBRITY ON IT STORY TELLING
  32. 32. STORY TELLING HAS BECOME CENTRAL TO ALMOST ANY ENDEAVOR — Nancy Duarte
  33. 33. Maarten van der weijden
  34. 34. 55 HOURS 163 KM
  35. 35. €4.722.000 IN DONATIONS
  36. 36. ADVERTISING BRAND JOURNALISM
  37. 37. TECHNOLOGY → IMPACT → BRAND JOURNALISM
  38. 38. WHAT HOW GOLDEN CIRCLE WHY What we Make, Sell & Do Makes us relevant and evolving Role & Behaviour & Expression Makes us distinctive & consistent Purpose & Vision Makes us meaningful
  39. 39. VISION WHY HOW → NORMS Our role in culture and principles we live by that inspires others Mission 1 Mission 2 Mission 3 What What What
  40. 40. MULE → ROADSTER → MODEL S → MODEL X → MODEL 3
  41. 41. MARKETERS (THAT’S YOU!) WILL BE THE CHANGE AGENTS THAT HELP BRANDS EMBRACE THE POWER OF BEING VULNERABLE, STAYING REAL AND IMPACTING CULTURE
  42. 42. Resources
  43. 43. Thank you dearly! Connect with me on → LinkedIn or Twitter

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